Local Search Conversions By Device, April 2014 [CHART]

Some 78% of local searches conducted on a mobile phone result in a purchase, and 73% of those purchases are made in-store, according to the 2014 Local Search Study from Neustar Localeze and 15miles, which measured the last action taken by more than 3,000 users of local business internet search. That suggests that a majority 57% of respondents’ last local searches ended in an in-store purchase. Comparable figures for searches conducted on a PC/laptop and tablet were 43% and 42%, respectively.

The higher figure for mobile phones was based mostly on a higher percentage of searches resulting in a purchase; relatively fewer searches conducted on computers (61%) and tablets (64%) converted. In fact, the percentage of searches ending in a purchase on a tablet was down significantly from the prior year’s results (77%), perhaps due to tablet searches being more actively performed in order to compare prices. Results from the study indicate that 41% of tablet-owning local searchers use their devices to compare local businesses and services to each other. Read the rest at MarketingCharts.